由於金融服務業是屬於高度顧客接觸的行業，顧客對銀行所提供之服務或產品的正面評價，常取決於服務接觸時，服務提供者所表現的顧客意識以及服務熱誠。所以，第一線服務員工的確是公司傳遞服務給顧客時最重要的靈魂人物。
因此，公司應該將員工視為非常重要的內部顧客，期望透過如外部行銷中針對顧客所採行的各種行銷程序與策略，創造內部顧客的滿意，進而建立員工之「顧客導向」服務意識。並且以員工的「顧客導向」服務意識作為企業在競爭激烈的環境中，創造差異化的競爭優勢。

本研究採取文獻收集、焦點團體訪談方式，並配合深度訪談與問卷調查等量化的研究方法，並選擇某外商銀行作為研究對象，蒐集員工之相關資料，進而瞭解員工對組織內部行銷作為之知覺及滿意，工作滿足，以及顧客導向之作為，
進而了解四個變數間彼此的關係。

研究結果發現如下:「內部行銷知覺」可萃取為(1)主動傳遞訊息(2)直屬主管之領導風格(3)工作的報償(4)有競爭力的待遇(5)下情上達等五個構面。「內部行銷滿意」可萃取為(1)直屬主管的領導(2)訊息傳達(3)工作的報償(4)有競爭力的待遇(5)公司與員工的互動(6)下情上達等六個構面。而「工作滿足」可萃取為(1)工作帶來的利益(2)工作的性質(3)工作中的人際關係三個構面。「顧客導向」則可分為(1)銷售導向(2)顧客至上，以及(3)重視短期交易。同時證實員工對組織內部行銷作為之知覺及滿意與員工對工作滿足呈正相關。而內部行銷之知覺及滿意與工作滿足之部分構面與顧客導向之部分構面也呈正相關。

The finance industry has the highest the rate of labor concentration among the industries.The customers’ satisfaction and their positive appraisal about the services they received are mainly concluded from the employees’ service enthusiasm and their perception about customer significance.Therefore, the employees that have a direct contact with the customers are critical persons in terms of delivering the services to the customers. Thus, a company should treat its employees not only its most valuable assets, but also its internal customers. The concept for this is to place the employees, the internal customers, in the same position where they can experience the marketing and promotion strategies applying to their external customers, and to enhance the employees’ perception of customer orientation. The company will then have the differential advantage in customer orientation in the competitive marketing environment.

This research is composed through several methodologies, including quantitative methods, such as the integration of the conclusions in its related researches, thorough interviews with key groups, and questionnaire survey. The data is collected through the research of the front-line service employees in a foreign bank. The data will help to identity the relationship between the employees’ perception and satisfaction of internal marketing, as well as their job satisfaction and the agreement of customer orientation.

The results of this research can be described in five categories. (1)The perception of internal marketing is divided into five aspects; namely, active transportation of information, the style of direct supervisor, job compensation, competitive salary, and communication. (2)Internal marketing satisfaction is divided into six aspects; the style of direct supervisor, information delivery, compensation, competitive salary, the interaction between the company and the employees, and communication. (3)Job satisfaction is divided into three aspects; benefits from job, job contents, and the inter personal relationship from job. (4)Customer orientation is divided into three aspects; selling orientation, customer priority, and short-term selling orientation. (5)To verify both internal marketing perception and satisfaction have significantly positive relationship with job satisfaction. (6)Part of the dimensions in internal marketing perception and satisfaction have significantly positive relationship with customer orientation.

目 錄

第一章 緒論………………………………………………………………1
第一節 研究背景與動機………………………………………………1
第二節 研究目的………………………………………………………3
第三節 研究範圍與對象………………………………………………4
第二章 理論基礎與文獻探討………………………………………….5
第一節 內部行銷………………………………………………………5
第二節 工作滿足………………………………………………………10
第三節 顧客導向………………………………………………………15
第四節 研究架構與研究假………………………………………....17
第三章 研究方法………………………………………………………..21
第一節 研究流程………………………………………………...….21
第二節 問卷設計………………………………………………….….22
第三節 研究對象與資料分析方法……………………………………43
第四節 研究限制……………………………………………….…...46
第四章 研究結果與討論…………………………………….………..48
第一節 分析流程…………………………………………….……….48
第二節 樣本結構分析……………………………………….……….49
第三節 因素分析的研究結果…………………………………..…..58
第四節 變異數分析的研究結果……………………………….…….74
第五節 相關分析結果與討論………………………………….…….85
第六節 典型相關分析之結果與討論…………………………………88
第五章 結論與建議……………………………………………...……100
第一節 研究發現與結論……………………………………………..100
第二節 研究啟示與建議……………………………………………..104



第六章 參考文獻……………………………………………………….107
附錄（一） 再測信度結果…………………………………………….……117
附錄（二） JSS量表中文翻譯問項………………………………………..121
附錄（三） 問卷……………………………………………………………..123

一、中文部分

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3. 周逸衡（1986），服務業的行銷策略，卓越，第22期，頁24-26。
4. 周逸衡與巫喜瑞（2000），服務員工知覺之內部行銷作為、角色知覺與顧客導向間關係之研究-以旅館業為例，未出版論文(投稿中)。
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8. 梁殷禎（1998），服務員工知覺之內部行銷作為、角色知覺與顧客至上間關係之研究，國立中山大學企業管理研究所碩士論文。
9. 黃杏文（1996），內部行銷導向作為與組織承諾關係之研究，國立中山大學企業管理研究所碩士論文。




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